Interview

  • Goal: Collective information
  • Method: Strategic communication (guiding and listening)

  • Outcome:
    • Open answers
    • Messy details
    • Contradictory points
  • Technique
    • Safe environment
    • More listening, less talking
    • Design the interview strategy + pilots
  • Be prepared

Interview 2.0: Focus Group

Design

  1. Size: 5–15
  2. Subjects read or watch something.
  3. Researcher ask the questions.
  4. Subjects express the feelings and opinions.

Pros:

  1. Real-life environment
  2. Flexibility
  3. Low cost

Cons:

  1. Non-privacy-protection
  2. Who lead the talk?
  3. No SUTVA
  4. Selection interviewees

Content analysis

Content Sampling

  • Terminology:
    • Content analysis: 100 and below
    • Text analysis: above 100 (usually above 1,000)
    • Unit of analysis?
  • Sampling technique
    • Convenient sample
    • Stratification
    • Clustering

Coding

  • Manifest content
  • Latent content
  • Online asssitance: CATMA or eMargin

Example from CATMA

When should you use?

Pros

  • Economy
  • Allowing correction
  • Overtime survey
  • Third party

Cons

  • Limited content
  • Limited scale
  • Subjective consistency